April 16, 2022
Collecting Supplemental Customer Data on an Existing Data Extension with Smart Capture forms in Salesforce Marketing Cloud
Smart Capture in Salesforce Marketing Cloud can be a handy tool for collecting customer information within your email program. But if you want to take it beyond just entering new subscribers?
In this scenario, you want to email an existing customer and try to collect additional details. So, how do you append new information onto existing subscriber data using a Smart Capture form?
Build Your Data Extension
One of the most common mistakes by marketers is to send out emails to people without their permission. Don't assume that just because someone attended your event, bought something from you, or performed any other action that they want to get emails from you.
Get clear permission from your audience to deliver quality and relevant emails to them. This can be through a signup form on your website, a check box requesting emails on a paper form, or other methods. The key here is to ask permission instead of asking them to opt out of emails. E.g., don't bury an auto-opt-in message in your customer journey.
When you ask for permission, you increase the number of engaged and interested people in your list. This in turn will increase the number of people who will be likely to open your emails. To start, you’ll want to plan what your form will request from a customer. In my use case, I created a survey with a mixture of radio buttons and open text fields. Your Data Extension will need to have fields available for each question you ask before you build your form.
We’ll use the same Data Extension for our email delivery as for collection. Your DE must include the primary subscriber key, but it can include other identifiers as desired. Simply include the customer data in the DE you’ll be sending from, and include nullable fields for each question in your form: